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OHIO STATE ALUMNI MAGAZINE READER SURVEY. OSAM READER SURVEY. Survey details Conducted through CASE (Council for Advancement and Support of Education) Three percent margin of error Audience: Random sampling of alumni magazine recipients (18,202 alumni) Respondents: 1,229 (Goal: 1,000).
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OSAM READER SURVEY • Survey details • Conducted through CASE (Council for Advancement and Support of Education) • Three percent margin of error • Audience: Random sampling of alumni magazine recipients (18,202 alumni) • Respondents: 1,229 (Goal: 1,000)
OSAM READER SURVEY • Respondent demographics • 25-and-under: One percent • 25-34: Seven percent • 35-49: 17 percent • 50-64: 42 percent • 65+: 33 percent • Male: 59 percent; Female: 41 percent
OSAM READER SURVEY • Information about Ohio State • 98 percent of readers say the publication delivers “some” information about OSU. • 39 percent of readers say the publication delivers “most” of the information they receive about the institution • Other mediums noted for providing “most” information: Email (27 percent); Local or national media (18 percent); Websites (13 percent)
OSAM READER SURVEY • Readership trends • 64 percent of respondents read every issue • 18 percent read all of it; 51 read most of it; and 30 percent read some of it • 82 percent of respondents said they prefer the print version; six percent prefer online; and 12 percent want both • 43 percent of respondents said they would very likely or moderately likely read additional magazine content online
OSAM READER SURVEY • Actions spurred by the mag • 50 percent saved an article or issue • 46 percent attended an event • 46 percent forwarded an article to a friend or had a discussion about it • 41 percent made a donation • 34 percent recommended Ohio State to a potential student or family member
OSAM READER SURVEY • Is the magazine credible? • 44 percent said the magazine contains some “spin,” but is generally objective • 33 percent say the magazine portrays Ohio State accurately and objectively • 15 percent say the magazine portrays Ohio State only in a positive way • 2 percent say the magazine is not a good source for objective information about Ohio State
OSAM READER SURVEY • Content quality • 84 percent said the overall content was good or excellent (28 percent excellent) • 90 percent said the photography is good or excellent (46 percent excellent) • 85 percent said the writing is good or excellent (29 percent excellent)
OSAM READER SURVEY • Interest areas • Athletics (590 respondents) • Institutional history and traditions (439) • Campus facilities and growth (288) • Chapter activities and regional programs (277) • Science, technology, engineering (275) • Cultural events and performances (254) • NOTE: Respondents who said they are very interested in reading this content.
OSAM READER SURVEY • More interest areas • Campus facilities and growth (1,173) • Athletics (1,170) • Institutional history and traditions (1,167) • Cultural events and performances (1,145) • Student achievements (1,145) • Issues facing higher ed (1,141) • NOTE: Respondents who said they are very or somewhat interested in reading this content.
OSAM READER SURVEY • Questions?